Discover Benelux | Creating Brand Experiences | Top Belgian Marketing Agency
after a project is completed. “This is not a one-sided client-supplier relationship,” explains Rodrigues. “Instead, we will work together with the client, jointly come up with ideas and work out strategies together.” As a food brand, making choices is imperative. With an abundance of products, brands have to set themselves apart and appeal to their target audience. She continues: “You need to decide: who is your customer? The next step is making sure they will recognise you.” Claeys says: “When it comes to food, people make very conscious decisions. Thanks to recent food crises, people are
more cautious. Thus, it is key for brands to be honest in their communication.”
identity together with a five-year strategic plan.”
From auction to retail
A new brew from the abbey
Amongst other inspiring projects, true. is proud of its work for BelOrta, the largest cooperative auction in Europe for fruit and vegetables. BelOrta wanted to diversify into setting up an A-brand. Under their tagline, which translates as ‘surprisingly pleasant’, true. crafted a refreshing layout with stunning photography, focusing on the fun of fruit and vegetables.
A completely different project involved the beer, cheese and bread of Averbode Abbey. To create a meaningful and resonating brand for the abbey’s product range, true. delved into its history.
Rodrigues: “Most fresh fruit and vegetable brands focus on one product only. BelOrta, selling dozens of products, is an atypical brand. So we created a new visual
“After an intensive process, we build a truthful brand story and appealing style guide for Averbode abbey,” says Claeys. “And we did it successfully: sales figures for the brand new range were far higher than anyone predicted.” www.trueagency.eu
THE FUTURE FOR FOODIES Aside from their core brand marketing work, true. also develops its own concepts. Six years ago, true.’s founders launched a burger concept called Ellis Gourmet Burger – the first of its kind in the Benelux. A more recent launch was Otomat, a new pizza restaurant chain. “To be successful you need to start with the basics. So we began with good-quality dough. The rest followed after that,” Claeys explains. In the future, true. is planning to launch its own blog called Torpille. The aim is to create a platform that will attract players from all over the industry and become an online network where true., and others, can share their experiences, help guide new food start-ups and pitch concept ideas.
Photo: © Kris Snoeck
The Otomat pizza concept. Photo: © Kris Snoeck
Abbey Averbode's newly launched food range.
Issue 34 | October 2016 | 63
Promoting Belgium, The Netherlands and Luxembourg.